Office Depot Stays 'Smart'

Office Depot kicked off 2010 by continuing the "Smart" messaging campaign it introduced in 2008.The office supply chain is highlighting tax and financial software (among many other categories) with "Start Smart" messages on stanchion signs and in circulars. Among related promotional activity, Office Depot offers: a free computer program such as Symantec's Norton AntiVirus 2010 with purchase of any tax or Intuit's QuickBooks software. $10 instant savings on select TurboTax and Quicken products from Intuit. Office Depot kicked off 2010 by continuing the "Smart" messaging campaign it introduced in 2008. The office supply chain is highlighting tax and financial software (among many other categories) with "Start Smart" messages on stanchion signs and in circulars. Among related promotional activity, Office Depot offers: a free computer program such as Symantec's Norton AntiVirus 2010 with purchase of any tax or Intuit's QuickBooks software. $10 instant savings on select TurboTax and Quicken products from Intuit. a free Quicken Starter Edition with purchase of TurboTax Deluxe or higher. a free Learning QuickBooks program (valued at $39.99) and a $20 store gift card with purchase of QuickBooks Pro or QuickBooks Premier. In related activity, security wraps at entrances promote H&R Block's H&R Block at Home tax software. Circular features promote the chain as "Your smarter tax destination" and direct consumers to a "Smart Finances" microsite, where they can get more information on QuickBooks, TurboTax and Quicken. Stanchion signs also label "Smart ideas," such as buying a desk chair and paying $8 for Office Depot to assemble it in-store. Meanwhile, an upfront stanchion bills the chain's Worklife Rewards loyalty program as "The Smarter Rewards Program." Circulars this month also carry the theme with "Start Smart" features communicating such promotions as 20 days of free online technical support with any PC purchase and furniture ideas to create "a functional and comfortable workspace." Other "smart" features include: "Smart ways to accessorize your PC" by saving $70 with combined purchase of a wireless router, mouse, surge protector, flash drive and keyboard. "Smart Bundles" comprising cameras and related accessories or Sony Readers with compatible reading lights. a list of "Smart reasons" to buy an external hard drive. Other Promotional Activity Office Depot this month teamed with the National Association of Professional Organizers to help professionals get organized for 2010. A "Get Organized" tab on the chain's Facebook page lets visitors print out a "Take Back Your Desk" pledge and bring it into an Office Depot store for a discount on select products. The page also includes 10 organizational tips from Office Depot-sponsored NASCAR driver Tony Stewart. A press release announcing the program cites a study from Irving, TX-based MARC Research that found 30% of the 1,023 respondents (who work in an office environment) reported "having lost an important document due to a messy desk." Office Depot this month also introduced a limited-edition Stewart leather desk chair available at select locations. Circulars In recent circular activity, Office Depot: offers a $50 savings with purchase of any printer valued at $199.99 or above and the trade-in of any printer. distributes a free 4-gigabyte flash drive (valued at $14.99) with purchase of $75 in HP ink or toner. dangles a $100 Visa card via mail-in rebate, with two-year activation on a Verizon Mobile Broadband plan and notebook computer. offers a "buy two, get one free" sale on storage SKUs including plastic bins and cardboard boxes. promotes "dollar deals" on writing pads, pencils, binders, staplers and tape, ranging in price from $1 to $5.

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